A 12K digital structure that has been described as India’s most ambitious DOOH installation ever has been unveiled in Delhi.
The Skycom Social Tree, at the city’s Nexus Select Citywalk shopping mall, comprises four LED screens mounted on a tree-like LED-illuminated structure.
The distinctive installation, which weighs about 350 tonnes, is 15m tall and 14m wide. The structure has a total display area of about 181 sq metres and a resolution of 12,096 x 1,680 pixels.
Operated by DOOH specialist Skycom Digital India, the Skycom Social Tree blends immersive visuals, interactive storytelling and audience analytics for brands.
The company’s founder, Shekhar Rao, said: “DOOH has traditionally been a visibility-led medium, but we are now seeing a shift toward formats that prioritise engagement and experience.
“With the Skycom Social Tree, we are combining scale, high-resolution display, interactivity and advanced content capabilities to create a more immersive environment.
“In a mall setting, where audiences are spending time rather than passing through, this enables brands to move beyond impressions to more meaningful and compelling engagement.”
